Creative Cut: PFI = Perfect for Insiders

Sharing the inside front cover spread, pg. 3 is intelligently designed with a well-placed Quick-Reference Index, icon legend and a customer service callout. In the future, include the location of the alpha index (found on pg. 290) as part of the Quick-Reference Index. PFI promotes a call to action of “Call us today,” but there’s no phone number — not on pg. 3 or on any interior page, where all of the shopping is done. Perhaps this is a function of a wholesale catalog offered to distributors. If not, add the phone number and Web site to the footers throughout the catalog.